In today's rapidly evolving market, companies are often distracted by the latest technologies and trends, known as the "shiny object syndrome." While innovation is crucial, focusing solely on new tools without a strong foundational strategy can lead to misguided investments and unproductive outcomes. Establishing a solid baseline for a Customer Experience /Voice of the Customer program is essential for achieving long-term success.
Don’t misunderstand my point, I am all for innovation and technology advancements. I’ve just seen too many companies jump on board with the latest and greatest and then fail operationally and blame it on the technology/vendor.
I believe there are five key fundamentals to ensure you operationalize your CX/VoC program successfully.
Building a successful program begins with a deep understanding of customer needs and expectations. I’ve said for almost two decades now, there are three ways that customers convey their expectations. What they SAY, what they DO, and how they FEEL. The intersection of this Ven diagram is where that deep understanding lies. It's critical to collect and analyze customer feedback combined with operational data to truly understand what drives customers’ satisfaction and loyalty.
A unified effort across different departments is also a critical factor to success. Encourage collaboration between departments such as marketing, product development, and customer service to ensure a cohesive approach to addressing customer insights.
Define clear objectives for your program & align them with key business goals. Ensure that your initiatives are measurable and tied to specific outcomes such as increased customer retention or improved Net Promoter Score (NPS).
While new technologies can enhance a CX/VoC program, they should only be integrated thoughtfully and purposefully. In the words of Bruce Temkin, the Godfather of CX, "More data does not equal more insight unless you leverage the right technology and analytics." Use tools that genuinely complement your program's goals and enhance your analytical capabilities, instead of fragmenting your focus with every available new tool.
Establishing feedback loops to review and refine the program is crucial. Stan Swinton, EVP at Bain &Co, says that “without execution, NONE of your insights have any impact whatsoever”. Ensure that your team is continuously analyzing data, gathering insights, and making necessary adjustments.
Prioritizing a structured, intentional approach over the allure of "shiny objects" ensures that your program remains relevant, impactful, and aligned with business objectives. By focusing on customer-centric foundations and strategic alignment, companies can utilize technology to help harness the full potential of customer insights and drive sustainable growth.
Contact us to get started on building your successful Customer Experience Program.